Brand

overview

Naturoofs is a pioneering company based in Cairo,

Egypt, dedicated to transforming urban spaces through
innovative rooftop and balcony gardening solutions.
 Vision

Our Core To become the leading provider of

rooftop and balcony gardening
Values: solutions in Egypt, contributing to
greener, healthier, and more
We believe in the power of nature and
beautiful urban environments.
green spaces to transform and enrich
urban living.
 S W
•Experienced team.
•Tailored solutions for each client. •Low marketing budget
• Strong commitment to eco-friendly practices. •new social media pages
• Experienced social media team. • Potential constraints in manpower and financial
•Free consultation resources.
•Cross platform easy navigation website • Limited brand recognition in the early stages.
•The team members are young and enthusiastic.

O T

•Growing market • Economic downturns affecting discretionary spending.

•Increasing interest in sustainable living and urban •Emerging competitors in the urban gardening market.
gardening. •Potential changes in building codes and regulations.
•- Potential collaborations with local governments and •Low price competitor.
environmental organizations. •Well-known/established competitors
•- Innovations in gardening technology and materials. •Importation and customs
•- Opportunities to engage with local communities. •competitors strong competitive
•Health awareness
•healthy aesthetic Lifestyle
•Boycott to foreign products.
 Marketing objectives for the
first year
Financial objectives for
Increase Brand Awareness: Grow social media following
the first year by 50% and website traffic by 30% over the next 6
months.
Sell 100 of the decoration packages per month
for an income starting150000 LE. Generate Leads: Acquire 100 new leads per month
through digital marketing efforts.
•Sell 150 of the herbs and the leafy plants per
month for an income starting75000 LE
Drive Conversions: Achieve a 10% conversion rate from
•Sell 100 0f the vegetables and the fruits
packages per month for an income website visitors to consultations.
starting100000 LE
Customer Retention: Maintain a customer satisfaction
•Sell 300 of the typical and comprehensive
packages per month for an income starting score of 90% or higher and achieve an 80% customer
600000 LE retention rate.
 Targeting
Focus on middle to upper-middle-class homeowners aged 20-55, with a college education
and disposable income.

Who lives in Urban areas in Egypt, particularly Cairo, Giza, and new cities.

Value Sustainability, environmental responsibility, healthy living.

And Interests in Gardening, cooking, interior design, community activities and home
improvement.
 Goals: Interests: Marketing Message:
Name: Sarah El-Masry To create a green, relaxing Sustainability and eco-
Transform your rooftop into
Age: 30 space on her rooftop where friendly practices.
a green oasis with
Occupation: Marketing her family can unwind. Home improvement and
Naturoofs. Our customized
Manager To contribute positively to interior design.
gardening solutions make it
Location: Cairo, Egypt the environment by reducing Cooking and using
easy for you to create a
Income: EGP 150,000 per her carbon footprint. fresh, home-grown
beautiful, sustainable space
year To grow her own herbs and ingredients.
that enhances your home
Family Status: Married with vegetables for a healthier Participating in
and benefits the
two children lifestyle. community gardening
environment. Join our
Education: Bachelor’s degree events and workshops.
community and start your
in Business Administration Challenges:
gardening journey today!”
Limited time to dedicate to Values:
Background: gardening due to her busy Environmental
Sarah lives in a mid-sized schedule. responsibility and
apartment in Cairo with her Lack of knowledge about sustainability.
family. suitable plants and Quality family time and
She has a busy professional gardening techniques for creating a beautiful
life but values spending rooftop spaces. home environment.
quality time with her family. Concerns about the initial Health and wellness
Sarah is passionate about cost and ongoing through organic
sustainability and maintenance of a rooftop gardening.
environmental conservation. garden.
 Unique Selling Proposition (USP):
Customized and Sustainable Urban Gardening Solutions
1.Personalized Design:
• We provide custom-made garden designs that reflect the individual style and requirements of our clients.

2.Sustainability Focus:
• We use eco-friendly materials, organic fertilizers, and drought-resistant plants to create green spaces that
are both beautiful and environmentally responsible.

3.Expert Knowledge and Support:

• We offer ongoing support through regular maintenance services and educational workshops.

4.Enhanced Urban Living:

• Our gardens help reduce urban heat, improve air quality, and provide a serene retreat.

5.Community Engagement:
• Our workshops and events bring people together, promoting a collective effort towards a greener, more
sustainable urban environment.
Naturoofs’ unique selling proposition lies in our ability to combine personalized, sustainable gardening solutions with
expert support and community engagement, making us the go-to choice for eco-conscious homeowners looking to
enhance their urban living spaces.
 Tactics
•Digital Marketing: •Traditional Marketing:
• SEO: Optimize the website for relevant •Print Ads: Place ads in local magazines and
keywords to increase organic traffic. newspapers.
• Content Marketing: Create and share
valuable content (blogs, videos, •Events: Host workshops and participate in
infographics) on gardening tips, community events to build brand awareness.
sustainability, and project showcases.
• Social Media: Engage with the •Partnerships: Collaborate with local nurseries,
audience on Instagram , and Facebook, home improvement stores, and environmental
through regular posts, stories, and organizations
interactive content.
• Email Marketing: Send monthly
newsletters with updates, promotions,
and gardening advice.
• Paid Advertising: Run targeted ads on
Google and social media platforms to
reach potential customers.
 Social media
content strategy Instagram

•Feed Posts: 3-5 times per week

Posting frequency •Stories: Daily
•Reels/IGTV: 1-2 times per week
YouTube
Facebook
•Videos: 1-2 times per month
•Feed Posts: 3-5 times per week
•Stories: 3-4 times per week
Email Newsletters
•Events/Live Videos: 1-2 times per month
•Newsletters: 1-2 times per month
Twitter/X

•Tweets: 1-2 times per day

•Retweets/Engagement: Daily
Content
Calendar
 item who when How many cost objectives

1 Facebook m.hazem October to 2 posts weekly

December 2024 to get 1000 as minimum
free to 500 LE followers

2 Instagram mahmoud October to 4 posts weekly

December 2024 to get 1000 as minimum
free followers

Actions
3 YouTube M. said October to One video weekly to get 5000 as
December 2024 minimum views and
1000 LE subscription

4 M. said October to
December 2024 Creating videos to be
Videos free to 500 LE To be short and attracted
attached to posts and ads

5 m.hazem October to
Get affordable
December 2024 Creating ad on facebook , awareness and call to action
Ads instagram and youtube
1500 LE to our website and social
platforms

6 mahmoud October to
December 2024 To respond to customer
Customer Replying to our customer
free comments or emails through
relation comments and emails
30 minutes as maximum time
 Marketing KPIs
1.Website Traffic
• Metric: Number of unique visitors per month.
• Goal: Increase website traffic by 30% over the next 6 months.
2.Lead Generation
• Metric: Number of new leads generated through the website and social media.
• Goal: Generate 100 new leads per month.
3.Conversion Rate
• Metric: Percentage of website visitors who book a consultation or service.
• Goal: Achieve a 10% conversion rate from website visitors to consultations.
4.Social Media Engagement
• Metric: Number of likes, comments, shares, and followers on social media platforms.
• Goal: Increase social media engagement by 50% over the next 3 months.
5.Email Open Rate
• Metric: Percentage of recipients who open marketing emails.
• Goal: Achieve a 25% open rate for email campaigns.
 Sales KPIs
1.Sales Revenue
• Metric: Total revenue generated from rooftop and balcony
gardening projects.
• Goal: Increase sales revenue by 20% over the next 6
months.
2.Customer Acquisition Cost (CAC)
• Metric: Average cost to acquire a new customer.
• Goal: Reduce CAC by 15% over the next 6 months.
3.Customer Lifetime Value (CLV)
• Metric: Average revenue generated per customer over
their lifetime.
• Goal: Increase CLV by 10% over the next year.
4.Repeat Purchase Rate
• Metric: Percentage of customers who make a repeat
purchase.
• Goal: Achieve a 30% repeat purchase rate.
 Customer Satisfaction KPIs
1.Net Promoter Score (NPS)
• Metric: Measure of customer satisfaction and
likelihood to recommend.
• Goal: Achieve an NPS of 70 or higher.
2.Customer Satisfaction Score (CSAT)
• Metric: Average satisfaction rating from
customer surveys.
• Goal: Maintain a CSAT score of 90% or higher.
3.Customer Retention Rate
• Metric: Percentage of customers who
continue to use your services over time.
• Goal: Achieve an 80% customer retention
rate.
 Operational KPIs
1.Project Completion Time
• Metric: Average time taken to complete a
rooftop or balcony garden project.
• Goal: Complete projects within the agreed
timeline 95% of the time.
2.Maintenance Service Efficiency
• Metric: Number of maintenance visits
completed on schedule.
• Goal: Ensure 98% of maintenance visits are
completed on time.
3.Employee Productivity
• Metric: Number of projects completed per
employee per month.
• Goal: Increase employee productivity by 10%
over the next 6 months.
Action
Action
Action
Analytics:
To effectively monitor performance
•Social Media Insights:
• Engagement Metrics: Monitor likes, comments, shares,
and follower growth on platforms like Instagram,
Facebook, and Pinterest.
• Content Performance: Evaluate which types of posts
(images, videos, stories) generate the most
engagement.
• Audience Demographics: Use insights to understand
the age, gender, and location of your social media
followers.
•CRM Data:
• Customer Interactions: Track interactions with leads
and customers, including emails, calls, and meetings.
• Sales Pipeline: Monitor the progress of leads through
the sales funnel.
• Customer Feedback: Collect and analyze feedback from
surveys and direct interactions.
 Reporting
To review progress and identify areas for improvement

•Monthly Reports:
• Website Performance: Summarize key metrics from Google Analytics, including traffic sources, top-
performing pages, and conversion rates.
• Social Media Performance: Provide an overview of engagement metrics, follower growth, and top-
performing posts.
• Sales and Leads: Report on the number of new leads, conversion rates, and sales revenue.
•Quarterly Reports:
• Comprehensive Analysis: Combine data from monthly reports to identify trends and patterns.
• Customer Insights: Include detailed analysis of customer feedback and CRM data.
• Strategic Review: Assess the effectiveness of marketing campaigns and initiatives.
•Annual Reports:
• Yearly Performance: Summarize key metrics and achievements over the year.
• Goal Achievement: Evaluate progress towards financial and strategic objectives.
• Future Planning: Provide recommendations for the next year based on insights and trends.
 Optimization
Use performance data to continually improve strategies and tactics
•A/B Testing:
• Website: Test different landing page designs, headlines, and CTAs to optimize conversion rates.
• Email Campaigns: Experiment with subject lines, content, and send times to improve open and
click-through rates.
•Content Optimization:
• SEO: Regularly update and optimize website content based on keyword performance and search
trends.
• Social Media: Adjust content strategy based on engagement metrics and audience feedback.
•Campaign Adjustments:
• Ad Performance: Monitor the performance of paid advertising campaigns and adjust targeting,
budget, and creatives as needed.
• Promotions: Evaluate the effectiveness of promotions and discounts and refine offers based on
customer response.
•Customer Experience:
• Feedback Implementation: Act on customer feedback to improve services and address pain
points.
• Personalization: Use CRM data to personalize marketing efforts and enhance customer
experience.
 Naturoofs
Transforming Urban Spaces
We appreciate your time and interest in Naturoofs. Together, we can create beautiful,
sustainable green spaces that enhance urban living and contribute positively to the environment.

Let’s make our cities greener, one rooftop at a time.

Any questions?
hello@naturoofs.com

@naturoofs